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4 Tips For Measuring Your Brand Lift In Google Search

4 Tips For Measuring Your Brand Lift In Google Search
Written by publishing team

It’s becoming clear that an aloof approach doesn’t win the internet marketing game. We’re all in the same quest to attract new eyes and retain loyal customers, after all.

However, unless you are selling products online or generating leads, it can be difficult to show what digital marketing and advertising as a whole brings to the table.

It may take some time to prove the value of your efforts as well.

Measuring your online brand’s impact over time is a great way to show that your efforts are worth continuing with the course.

This can also be a valuable exercise in rebranding, as it can help you understand how well the online audience understands and accepts your transition, through web searches and references to your brand.

There are a lot of tools and methods to help you gauge how successful your brand is and what potential upside you might face.

In this column, you’ll find helpful tips on four elements to include in measuring your brand’s impact.

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Best of all, each of them requires absolutely free tools that you may already use for other parts of your digital marketing strategy.

1. What is your brand?

what people do Really I will call you? The reason I ask is that what you call yourself as an organization may not be what your customers are looking for.

This often happens when the audience shortens your brand to make it easier. For example, you represent the Central Tennessee State University Health System but the audience calls you “Tenn-Med.”

This is a fictitious example, but it does happen.

To help get a sense of the audience’s perception of your brand and competing brands, we’re turning to Google’s Keyword Planner.

Here, we apply our organizational name. This tool will then display the popular search results surrounding our organization’s name.

This can be a great way to see online searches for name diversity as well as searches for “brand + keywords”.

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This allows you to understand what topics your online audience associates with your brand.

Screenshot from Google Ads, November 2021

This will give you a sense of the volume of research around your brand, its variations, and sub-topics.

Most importantly, we gain insight into the three-month and year-over-year percentage lookup trends.

To get a deeper view of historical research trends, you have the ability to set a date range of several years and perform a spreadsheet export.

Excel spreadsheet for exported keyword listScreenshot from Microsoft Excel, November 2021

This type of analysis can be helpful in understanding the transition of search volume to re-brands as well as any seasonality that may occur.

2. Evaluate trends

Now that you have determined how to publicly search for your brand, you can use this brand keyword and brand variations in Google Trends to understand popularity trends over time.

Explore Google TrendsScreenshot from Google Trends, November 2021

Google Trends interests by sub-regionScreenshot from Google Trends, November 2021

Here, the benefits lie in seeing a graphic history of search trends related to your brand. Google will also provide similar brand names.

One of the unique features of stopping by Google Trends is the ability to measure brand search volume by state or region.

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While one may rely on Google Analytics to get these insights, you may not know if the traffic usually comes in through the direct channel or through the organic search channel.

3. SERP Behavior

So far, we’ve been able to measure how web users search for your brand as well as how often they search for you.

Your next stop is Google Search Console.

Google Search ConsoleScreenshot from Google Search Console, November 2021

Under the search results section, we have the ability to see brand-related searches made by web users again but we can now see how many times our listing is gaining click.

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Keep in mind that users may also click on a local Google listing depending on the proximity to a physical location.

While you look at the click-through rates for the term and brand, you also have the ability to look at the keyword phrases’ ranking and “just in time” comparison as well.

4. Share brand visibility to paid search results

We’ve taken a closer look at your organic search brand offering, where you’ll appear, and when users choose to click on your organic listing.

However, in competitive industries, it is not uncommon for competition to bid on your brand name and a different name in an effort to entice website clicks for traffic that was originally directed to your site.

One way to stay ahead of this is to allocate a portion of your paid search budget to bidding only on your brand name and similar misspellings.

Google Ads Auction IndicatorsScreenshot from Google Ads, November 2021

Once you’ve run this campaign for a few months, you’ll get to know how often you dominate the top of the page for your brand’s terms.

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This will also highlight what other competitors are putting on your brand traffic.

Impression engagement is important here, but it also comes at the top of the page and the top of the page at all for your ad impression share. These last two rates not only show that your ad was shown, but that you were able to rank in the first position at the top of the page or at least, as shown at the top of the page as well.

Bidding for a competing brand can become a slippery slope because they may want to take traffic from you but may pay to send your own customer service inquiries.

The key here is to have an adequate budget while dedicating a CPC that is large enough to show for the majority of brand searches and to control top-of-page position.

Invest in your brand

If there’s one thing many of us get so consumed with in search marketing, it’s the unbranded search offering. Our minds work on endless lists of keyword research and optimized bid structures to attract those looking for related products and services.

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Your brand in search marketing is definitely an area worth focusing on.

It is or should be ‘owned’ space in your marketing strategy; A clear path for the researchers you’ve worked hard to achieve throughout your entire marketing strategy and likely to come back to you from a multi-channel point of view.

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Featured image: Shutterstock / Griboedov

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publishing team